Below is a collection of some of the most memorable.
"If Apple should be a place where computers are a commodity item, where the romance is gone, and where people tend to forget that computers are the most incredible inventions that man has ever invented, I feel I have lost Apple. But if I'm a million miles away, and all those people still think of these things ... so I feel that the genes are still there. "
"Sometimes when you innovate, you make mistakes. It 'better to admit quickly, and keep improving your other innovations."
"Be a quality criterion. Some people are not accustomed to an environment where excellence is expected."
"My job is not to be easy on people. My job is to make them better. "
"When you're a carpenter to make a beautiful chest, you will not use a piece of plywood on the back, but it is on the wall, and no one will ever see. You know it's there, so you must use a beautiful piece of wood on the back. For you to sleep well at night, aesthetics, quality, must be applied everywhere. "
"People think focus means saying yes, what you need to concentrate. But it is what it means at all. It means saying no a hundred other good ideas, it is there. You have to choose carefully."
"In my position I will return to Apple is that the industry was in a coma. It reminded me of Detroit in the '70s, when American cars to boats on wheels."
"Design is a funny word. Some people think design means how it looks. But, of course, if you dig deeper, it's really how it works. Planning the Mac is not what it seemed, even though it was a part of it. Mostly it is how it worked. Devise something really good, it is necessary to obtain it. You really need to grok what it is. "
"Simple can be more difficult and complex: You must work hard to get your own mind to make it simple, but it's worth at the end because when you arrive, you can move mountains.."
"Being the richest man in the cemetery does not matter to me. Go to bed at night saying we've done something wonderful, that what counts for me."
"Innovation has nothing to do with the number of R & D dollars you have. When Apple came up with the Mac, IBM was used in at least 100 times more in research and development is not a question of money . People who are, as it is conducted, and how you get it. "
"Innovation ... just say no to 1,000 things to make sure we are on the wrong track or try to do too much. We're always thinking about new markets they could enter, but just to say you can not focus on the things that really matter. "
"Your work will fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do a good job is to love what you do. If you have not yet found, keep looking. Do not settle. As in all matters of the heart, you know, when it is found. And like any good relationship, it is getting better and better as the years roll. So we are looking for until you find it . Do not be satisfied. "
"When I was 17 I read a quote that went something like this:" If you live each day as if it was your last, someday you'll surely right. "I was impressed, and from that moment, the past 33 years, I looked in the mirror every morning and asked myself:" If today were the last day of my life, I would like to do, what I'm about to do today? "And whenever the answer is" No "too many days in a row, I know that I need to change something."
"Your time is limited, so do not waste it living someone else's life Do not become trapped in dogma. - Who is experiencing the results of the thought of other people do not let the noise of the opinions of others to cover their own inner voice and, above all, have the courage to follow your heart and intuition ... They somehow know what you really want to become. Everything else is secondary. "
"I am often asked why Apple customers are so loyal. It is not because they belong to a church for Mac! It 'ridiculous. And' because when you buy our products, and three months later, one of the ice, you can find out quickly [as a super]. And you think "Wow, someone over there at Apple actually thought of that!"
"Knowing that I will die soon is the most important tool I've ever encountered to help me make the big choices in life Because almost all -. All external expectations, all pride, all fear of embarrassment or failure - these things just fall in the light of death, leaving only what is truly important. Remember that you will die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart. "
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